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Republic of Singapore Navy Recruitment Campaign Reflects Resilience and Grit of Navy Personnel

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MullenLowe Singapore's 'It’s Not Crazy, It’s the Navy' is looking to attract quality applications from Singaporeans who are currently studying, waiting for enlistment, enlistees and mid-careerists

Republic of Singapore Navy Recruitment Campaign Reflects Resilience and Grit of Navy Personnel
A new Republic of Singapore Navy recruitment campaign launches this week aiming to accurately reflect the resilience and grit shown by Navy personnel in ensuring Singapore’s safety, sovereignty, prosperity and reputation as a reliable partner.


The campaign, 'It’s Not Crazy, It’s the Navy' has been developed by MullenLowe Singapore to appeal to purpose-driven individuals who embody the spirit of Generation Z and value resilience, tenacity and collective purpose. The reality is that life in the Navy is not always about adventure, adrenaline and action. It is a purposeful home for a special breed of Singaporeans with a high level of resilience and dedication. When someone says they are joining the Navy, most family and friends are supportive.


However, the campaign recognises that sometimes the reaction may be, “Are you crazy?” because of the high demands of the job, long hours of sailing, and harsh conditions at sea. It is this reaction that the campaign aims to address and help people understand the reasons that makes the Navy worth signing up for.

The Republic of Singapore Navy is looking to attract quality applications from Singaporeans who are currently studying, waiting for enlistment, enlistees and mid-careerists. The campaign will run across multiple channels including Spotify, social media and OOH. 

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Client

Client: Republic of Singapore Navy

Head of Naval Personnel Department: Colonel Ho Jee Kien

Head of Navy Recruitment Centre: Major Eileen Sow

Head of Events & Communications, Navy Recruitment Centre: Ling Yong Xin

Event Coordinator, Navy Recruitment Centre: Tan Suan Ling and Ong Jiarong, Justin 

Agency

Agency: MullenLowe Singapore

CEO, Singapore & China: Paul Soon

Executive Creative Director: Daniel Kee, Ang Sheng Jin

Copywriter: Ernest Chin, Samantha Young, Aslinda Khanafi, Matthew Yeo

Art Director: Claudius Keng, Ken Kaneko, Alex Tan

Account Director: Lim Wei Jian

Senior Account Manager: Nadrah Rozman

Account Executive: Jessica Lim

Senior Strategist: Cleef Chong

Agency Executive Producer: Julie Chua

Agency Producer: Jaye Ong, Claire Yeo

Production

Production company: Freeflow Productions, Singapore

Director: Roslee Yusof

Executive Producer: Jill Soong

Producer: Ong Tze Ni

DOP ‘A’: Alan Yap

DOP ‘B’: Lawrence Toh

Post Production

Post Production company: Freeflow Post, Singapore and Heckler, Singapore

VO Recording Studio: Neon Sound

Audio Mix Studio: Yellowbox

Photography Studio: GeoffStudios

Photographer: Geoff Ang

Retouching: Wishing Well Singapore

Genres: People, Action

Categories: Military, Corporate, Social and PSAs

MullenLowe Singapore, Mon, 18 Jan 2021 11:38:21 GMT